National Repository of Grey Literature 3,142 records found  1 - 10nextend  jump to record: Search took 0.00 seconds. 
Trump vs. Babiš: Comparative case study of populist leadership, communication,and party politics in the post-Gutenberg era
Húsková, Eva ; Hornát, Jan (advisor) ; Fiřtová, Magdalena (referee)
The main purpose of this master thesis is to examine the concept of populism in the post- Gutenberg era. The research stems from a premise that the evolution of the political milieu and change of the media landscape implies a need for a different approach to analyzing populism. The decline of traditional political parties, the disappearance of political cleavages, and the personalization of politics precipitate the need to re-evaluate the debate about the right definition of populism. Based on a comparative case study of two leaders - Andrej Babiš and Donald Trump, this thesis examines how various theories of populism explain their behavior and tries to determine the most suitable option. Three definitions of populism are studied - populism as an ideology, populism as a discourse, and populism as a political style. While comparing political programs, discourse, and marketing strategies of both candidates, this thesis offers a complex insight into political campaigning on both sides of the Atlantic. At the same time, this research discusses the relationship between the concept of populism and personalized politics. These two concepts form a personalized leadership where the combination of populism and personality traits of the leader might influence the political programs, discourse, and marketing...
Identification of beach volleyball marketing opportunities
Sixta, Petr ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: Identification of beach volleyball's marketing opportunities Objectives: The goal of thesis is to find marketing opportunities that can be helpful for beach volleyball in ways of finding new sponsorship opportunities, new audience and spectators as well as new more active players. Next part is based on this research and gives a suggestion for improvement of marketing in beach volleyball. Methods: This work analyse in-depth interviews with experts in different sections of beach volleyball. These experts are chosen in purpose of this thesis. Interviews are half-structured and then transcripted. The method of the analysis is constant comparative. Results: The work summarises and compares answers of all respondents who talks about marketing situation of beach volleyball in a world and in the Czech Republic itself and about possibilities of improvements. Second part gives a suggestion of possible directions of marketing improvements. Key words: beach volleyball, law, marketing, rules, social networking, systematics of competitions
Marketing mix of Nikon Golf Academy and suggestions for its improvement
Opelík, Daniel ; Štědroň, Bohumír (advisor) ; Voráček, Josef (referee)
Title: Marketing mix of Nikon Golf Academy and suggestions for its improvement Objectives: The aim of this work is to optimize marketing mix of the company Nikon Golf Academy, which focuses at providing services to customers in Prague and its surroundings. The analysis of the current marketing mix of the company, specifically of the 7P's (product, price, place, promotion, people, process, presentation), should bring proposals and suggestions for the improvement of its current marketing mix. This will help the company to attract higher amount of clients and bring bigger prosperity. Methods: In this thesis a method of qualitative analysis and a secondary data analysis is used. The quantitative analysis and its results focuses on the marketing mix of the company. First of all the marketing mix is analysed from the company's perspective. Thereafter the issue is analysed from the customers point of view perceiving of the components of the marketing mix. The secondary data analysis is applied to study the current marketing mix. Results: The company management and their clients evaluated the current marketing mix mostly as positive. The result of the research points out the fact that changes are needed. The following parts of the marketing mix were proposed: product, price, promotion and process. Product...
Monetization of digital content in Czech media
Pavlović, Martin ; Klimeš, David (advisor) ; Shavit, Anna (referee)
This bachelor thesis focuses on the trend of direct monetization of digital newspaper content. At the beggining, it examines the development of monetizing and puts it in the context of media market transformations after the mass expansion of internet connection. Subsequently it explores other reasons that lead to the surge of paywalls, analyses particular approaches to direct monetization and discusses some aspects which affect the overall success of imposing fees. The theoretical part is concluded with a discussion about several problematic sides of direct monetization and defining some elemental techniques which publishers use to attract new subscribers. The practical part provides an analysis of digital subscription offers in selected Czech media and marketing activities which they use to support sales. Followingly, the work elaborates on its own survey which focused on attitudes of Czech readers towards paid internet content and their preferences regarding particular offers, such as price level or periodicity of subscription payments. As a part of the practical section, three interviews with media representatives were conducted and the acquired findings are used throughout the thesis.
Marketing communication of running project - Sokolský běh republiky
Fabšová, Dominika ; Crossan, William Morea (advisor) ; Opelík, Daniel (referee)
Title: Marketing communication of running project: Sokolský běh republiky Main goal: Analysis and evaluation of marketing communication of Sokolský běh republiky in season 2019, what was the premiere season of the project. Used research methods: Goals of this thesis were accomplished with usage of qualitative research methods. First used method was semi-structured interview with a spokesperson of the Sokolský běh republiky. Another one was a participated observation and secondary internal data provided by company Raul. Additional method was electronic questionnaire that was created on internet portal vyplnto.cz. It was distributed to the responders through Facebook running groups. Responders were random runners who responded voluntary and anonymously. Results: Results revealed the quality of marketing communication of running event - Sokolský běh republiky based on the theoretical knowledge. Public opinion about existing marketing communication was also evaluated and survey's outcomes verified the public awareness of this event. In the discussion were mentioned recommendations for the future marketing communication improvements. Key words: marketing, promotional mix, analysis, strategy, premiere season, running event
Utilization of Facebook in FORTUNA:LIGA's Marketing Communication
Sočka, David ; Voráček, Josef (advisor) ; Opelík, Daniel (referee)
Title: Utilization of Facebook in FORTUNA:LIGA's Marketing Communication. Objectives: The objective of this bachelor's thesis is to conclude recommendations to improve the utilization of Facebook in FORTUNA:LIGA's marketing communication. Methods: The main method chosen for this thesis was analysis of FORTUNA:LIGA's Facebook posts. It was supplemented by stats resulted from the analysis of secondary data. An online focus group in form of a videoconference was also held to increase the objectivity and gain extra opinions from users. Results: Thesis demonstrated, that FORTUNA:LIGA's account administration is on good level. Regardless of that, a list of recommendations was created to improve that level even more. These recommendations include the change of post's format, increase the frequency of post focused on interactions with fans and production of more sophisticated graphics. It would also be appropriate to include a larger number of short photo albums and video footage from the current and previous seasons. Online focus group made further suggestions for improvement. Respondents were not very satisfied with too expressive use of partner's logos, chosen backgrounds, fonts or text's centering. Keywords: Social Media, Football, Sport, Marketing
Marketing communication of HC Slavoj Velké Popovice
Kukačka, Lukáš ; Ruda, Tomáš (advisor) ; Med, Daniel (referee)
Title: Marketing communication of the team HC Slavoj Velké Popovice Objectives: The aim of this study is on the basis of current marketing communication of the club HC Slavoj Velké Popovice and conducted quantitative research to present specific proposals that will lead to improvement and to reach out to wider number of parents of potential players. Methods: In this study quantitative research methods were used and results of research were closer described in analytical part of the study. Quantitative methods were carried out in the form of electronical personal survey. 75 parents of the children that fall into categories squirt team took part in the electronical survey. During personal questioning 100 respondents that represent current fan club of Slavoj Velké Popovice were inquired. Additional used methods were informal interviews with representatives of the club and consecutive analysis of internal documents. Results: On the basis of evaluation of the survey was discovered that marketing communication of the club HC Slavoj Velké Popovice uses individual communication instruments ineffectively. Following analysis discovered the main reason that is related to published information that is not up to date. That is why were proposed various measures that will help the club with development of...
Infinity Juggling Balls
Peca, Václav ; Votava,, Jan (referee) ; Kubíková, Zuzana (advisor)
The goal of the Bachelor’s Thesis is to describe the author’s path of designing juggling balls and setting up a juggling balls brand, and to explain the decisions, which he as a designer, entrepreneur and juggler in one person makes. The main issue is not only product design as such but also production and marketing as a non-negligible part of design.
Marketing Mix of a Company
Trávníčková, Lenka ; Babáková, Šárka (referee) ; Kaňovská, Lucie (advisor)
The theme of this thesis is the marketing mix of the company Theme Concept. The first part explains the theoretical background necessary for a proper understanding of the issue, which is devoted to the following analytical part dealing with a particular company, its environment, marketing research and planning with a strong focus on its marketing mix, which summarizes SWOT analysis at the end. The design part contains several own separate proposals for the company, based on the analysis results with their potential benefits.

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